Microsoft AdCenter has added a new keyword research tool that Microsoft executives hope will make the up-and-coming pay per click advertising vehicle more competitive with Google. But don’t hold your breath. Though the keyword research tool has some unique features, it is MSN, and Google still has the lion’s share of the search market.
One cool feature of the new keyword research tool at MSN adCenter is Audience Insights. With this tool you can get a little more detail about certain demographics that you are planning to target with your pay per click campaigns. That’s always good news. But the catch is it’s only giving feedback based on MSN adCeneter, where your pay per click ads will run if you choose to use that tool.
Another downside to the keyword research tool is it’s a beta add-in for Excel. In other words, unlike Google’s keyword research tool, which is web-based, you have to install it. That’s going to turn some advertisers off. And why would you want to download a tool that you have to use with Excel when you can use a free one that is a stand alone? Of course, if you use Excel to analyze your keyword lists then it may make sense for you. Some people download the CSV list even on Google AdWords. Having the MSN adCenter keyword research tool will make it easier for you to analyze the difference between Google adWords keywords and MSN adCenter keywords. It’s up to you as to whether it’s worth it or not.
